Debbie Parrott, Highmark TechSystems
WE’VE SEEN A WAVE OF UPGRADED EXPERIENCES. WHAT/WHO DO YOU THINK IS DRIVING THAT?
We give a big nod to our event agency clients who design incredible event experiences, as they’re the ones who are upping the ante for end brands by creating events that are more remarkable and sophisticated than ever before. They’re taking events to the next level conceptually to ensure their brand clients stand out, and Highmark helps them do so literally and physically with striking event structures that can be swiftly deployed for a wide range of applications and highly customized for specific activations and experiences.
HOW ARE YOU HELPING CLIENTS UPGRADE THEIR EXPERIENCES?
In lock step with our agency clients, our goal is to provide structures that are not only impressive visually and functionally but also logistically – quick to erect, dismantle, transport and repurpose. Beyond kick-ass structure, we want to provide a kick-ass experience as we support our agency partners in their execution of upgraded events for their brand clients. So, we make it our mission to approach each project with that upgrade mentality such that the experience they have in working with us is as smooth, supportive, effective and efficient as possible. If our products were sewing kits, for example, we’d pre thread the needle so our clients wouldn’t have to.Taking that extra step in our product design and project execution is our way of delivering an upgraded experience.
HOW ARE BRANDS UPGRADING THE LOOK AND FEEL AT THEIR EVENTS?
Long standing iconic brands and newer trendy brands alike are seeking event experiences with more branding opportunities, a higher degree of aesthetic and more versatile platforms for creating connection moments with their audiences. These market desires steered our product development especially in the case of our outdoor line. By being able to provide the gamut in terms of outdoor event structures – from massive multi-level temporary buildings to intimate open-air cabanas to mobile pop-up exhibits to slick little kiosks – our product range gives brands numerous high quality options for executing a wide variety of scenic looks and experiences.
THE “GLAM FACTOR” CAN BE IMPORTANT IN AN UPGRADED EXPERIENCE. HOW DO YOU APPROACH GLAM WITH PRODUCTS THAT ARE STRUCTURAL IN NATURE?
While structures built out of proprietary aluminum extrusions may not sound particularly glamorous, our modular structures actually have quite the glam factor. For example, take our two-story EventMax outdoor deck, add wood floors, airconditioned suites, granite countertops, chandeliers and, voila, you have yourself a high-end VIP glam pad. Want a more laid-back environment with a beach vibe, roll our mobile exhibit literally onto the beach, open it up, and pull out the tiki bar. The glam factor is possible with our structures because they are design-neutral and, therefore, extremely customizable. This gives event creatives free range depending on the desired experience, look and feel.
OFTEN “FLEXIBILITY FACTOR” CAN BE AS IMPORTANT AS THE “GLAM FACTOR” WHEN DESIGNING AN UPGRADED EXPERIENCE. WOULD YOU AGREE?
Yes, which is why, by design, our products address both. Creatives love the aesthetic look to begin with and then the extensive possibility for customizing excites them. Operations teams like the range of the offering, the modularity of the structures and the efficiency of deployment. This was exactly what we had hoped when we launched our outdoor line at EMS 2017. Having the glam factor and the flexibility factor built into the DNA of our products has helped make that happen. Happily, with seven years of outdoor structures and twenty-five years of indoor structures under our belt, along with numerous successful projects in the field, we are both humbled and proud to be part of so many cool upgraded experiences and some of the best events this industry has created.
